Way before being the brand name on many underwear waistbands and sporty footwear, Bjorn Borg was a world number 1 tennis player who skyrocketed tennis’ popularity during the 1970s. Inspired by this Swedish sports icon’s history we started building a footwear display for the brand’s pop-up stores and added features from authentic wooden tennis rackets used by Borg back in the day.

The different display elements range from pedestals and shoe racks to simple platforms. These allow different possibilities in composition and presentation, depending on the space available for the display. We painted the Bjorn Borg logo on the webbing and applied the campaign imagery using small brass wingnuts – allowing the images to be relocated on the webbing. As a result we delivered a contemporary store display that embraces the brand’s heritage. It will first be introduced this month at de Bijenkorf department stores.